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Why this is the most highly anticipated liquid foundation launch of the year

South Korean brand Hera is launching a new liquid foundation in their Black line and we’re going to be waiting in line to get our shade matched at a pop-up on the day it's launched. That’s how excited we are
 

 

 

When HERA first launched in Singapore, the excitement from K-beauty followers were palpable. After all, besides the brand’s prominence as a sponsor at Seoul Fashion Week, its every(wo)man muse, the Seoulista, is everything a modern, go-getting Singaporean woman strives to be – someone who’s confident, feminine and always looks put-together.

While HERA carries a wide range of skincare and makeup products, the one which has left a trail of rave reviews among beauty editors and customers alike is the Black Cushion, which won Readers’ Choice Best Cushion Foundation – Soft Matte at the recent Her World Beauty Awards. The reason: Its fresh, non-sticky and semi-matte finish that gives complexion that instant luminous and radiant glow.

So it’s no surprise we’re eagerly anticipating the launch of a new liquid foundation in the Black line. Simply named Black Foundation, like its cushion counterpart, the liquid foundation comes in a slim 35ml tube packaging with a pump head so it fits into any makeup pouch for you to bring on the go.

The formula is said to last a whopping 24 hours without oxidising. It uses a technology called Magnefit Powder that gives improved coverage with less product used, and allows the foundation to adhere better to skin to create a smooth and flawless soft-matte finish. Plus, hydrating ingredients such as Alpine berry extract, Damask rose extract and hyaluronic acid also make sure that skin is kept moisturised and supple throughout the day.

HERA Black Foundation, $75.

The Black Foundation is also designed for foolproof application – the foundation spreads easily whether you use your fingers, a makeup sponge, puff or even brush to put it on. It comes in 12 shades to suit Asian skin tones and will be available in Singapore come 30 April, the same day HERA unveils its #OurBlackSecret Pop-Up in celebration of the brand's 1st anniversary in Singapore. The pop-up store will be located just outside the Takashimaya Department Store section of the Ngee Ann City building, and will run from 30 April to 5 May. 

Seeing as it's HERA's first pop-up store in Singapore, you can expect the brand to go all out with lots of ’gram-worthy photo ops. Spend a min. of $150 and stand a chance to win a Seoulista Trip to Seoul, Korea. But most importantly, you can get your shade matched so you know exactly which Black Foundation shade to buy. We're expecting a snaking line to form once the word gets out on this highly anticipated foundation launch and pop-up. And we'll be right there beside you, queuing just so we can be one of the first to test the foundation – and fill our Instagram feed with enviable pictures of us at pop-up store, of course.

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